In anticipation of spring and gardening season, Campbell's Canada recently launched a new initiative to encourage Canadians to grow their own ingredients at home. The brand is releasing limited-edition Campbell’s Creamy Tomato and Garden Vegetable Minestrone soup with plantable tomato seeds on specially marked cans.
"It is our mission at Campbell to build a more resilient food system, making food that matters and that improves the world we all share, for generations to come — starting with our supply chains," said Mieka Burns, VP of Marketing at Campbell Canada. "We work closely with responsible farmers and seed companies to select the best ingredient varieties for our products, aiming to reduce waste and conserve natural resources where possible. This tomato seed campaign is an exciting opportunity for us to share with our consumers our ongoing support for sustainability and the efforts we’ve made in this area to-date."
As part of this initiative, Campbell’s Canada joined forces with Seminis, a brand beloved for being a key tomato seed supplier that provides seeds to the farmers who grow and harvest some of the tomatoes for Campbell’s soups. The duo hope to inspire Canadians to celebrate sustainably.
Soup-Branded Seed Planting Initiatives
Campbell’s Lets You Plant & Grow Your Own Tomatoes at Home
Trend Themes
1. Home Gardening - Brands are promoting self-sufficiency and sustainability by launching initiatives that encourage consumers to grow their own ingredients at home.
2. Environmental Consciousness - Companies are promoting more eco-friendly practices, such as reducing waste and fostering a more resilient food system.
3. Seed Campaigns - Brands are launching campaigns that include seeds as an added feature to encourage sustainability and support for responsible farmers and seed companies.
Industry Implications
1. Food and Beverage - With more consumers interested in where their food comes from and how it's made, brands in the food and beverage industry have opportunities to promote eco-friendly practices and foster self-sufficiency through initiatives like seed campaigns.
2. Home and Garden - Campaigns promoting home gardening and sustainability represent an opportunity for the home and garden industry, as consumers may seek out products and tools to support their gardening efforts.
3. Agriculture - Initiatives like seed campaigns can help promote responsible farming practices and sustainability efforts in the agriculture industry, as well as building and reinforcing relationships with seed suppliers and customers.